Just 2% of UK consumers say they trust marketing and advertising companies with their personal information, according to a recent survey which also suggests people seem resigned to the issue of data privacy being out of their control.

Founded in 1880, “Kodak was the Google of its day,” with innovative marketing and pioneering technology. But Kodak quit changing. Profits peaked at $2.5 billion in 1999. With 9 quarterly losses in the past 3 years, Kodak’s share price has fallen by 90% in just the past year. In contrast, “Fujifilm has mastered new tactics and survived. Film went from 60% of its profits in 2000 to basically nothing, yet it found new sources of revenue.” In contrast, Kodak “is poised, like an old photo, to fade away.”